SBD/October 3, 2013/Marketing and Sponsorship

Patrick To Drive Pink GoDaddy.com Car In October To Support Breast Cancer Awareness

Patrick's pink Chevy will be featured in four races throughout October
NASCAR driver Danica Patrick this week "unveiled her pink GoDaddy.com No. 10 car," which she will drive this month "in support of National Breast Cancer Awareness Month," according to Justin Caba of MEDICAL DAILY. A portion of the profits "collected at Patrick's NASCAR trailer for the month of October" will be donated to the National Breast Cancer Foundation. Patrick’s pink Chevy is "expected to hit the tracks this Sunday" at the Sprint Cup Series Hollywood Casino 400 at Kansas Speedway and will be "featured in four races throughout October." IndyCar driver James Hinchcliffe’s No. 27 GoDaddy car also will be "painted pink for this weekend’s Shell and Pennzoil Grand Prix of Houston races" (MEDICALDAILY.com, 10/2). SPORTING NEWS reported Chevrolet has "created a pink pace car for select races in October and will donate $200 to the American Cancer Society for every lap the pace car leads under caution at last month's race at Atlanta and upcoming races at Talladega and Martinsville." GoDaddy also is "teaming with the Public Interest Registry to donate $50,000" to the NBCF (SPORTINGNEWS.com, 10/2).

SHIFTING GEARS: Fox Business' David Asman noted GoDaddy has been "undergoing a major transformation, shifting its focus towards helping small businesses grow." Asman asked Go Daddy CEO Blake Irving, "I'm still going to be able to see sexy ads every now and again, aren't I?" Irving said, "You're going to see edgy ads. ... They're our character as a company, but they're going to be a little different than what you've seen before" ("Fox Business After the Bell," Fox Business, 10/2). Irving added consumers know the company from its Super Bowl ad presence and "our advertising in the past certainly got a lot of attention, but it didn't tell you who we were, what we did or who we did it for and we've moved our advertising in a direction that is more about that." Meanwhile, Irving called Patrick a "wonderful spokesperson" and someone who "represents these little guys that we work our tail off for." Irving: "If you think about Danica, she's a go-getter. We're for the go-getter and Danica survives in a sport that is primarily male-dominated and she does a really good job fighting and scrapping every weekend in NASCAR" ("Squawk on the Street," CNBC, 10/2).
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